Following last year’s initiative of overnight reporting during the Indian Premier League (IPL), aMap (Audience Measurement and Analytics) aims to go to the next level this time by providing overnight ad monitoring/audit, competitive analysis and real-time ratings during the IPL tournament. This would ensure that the industry receives the viewership data even when the match is going on, although there would be a delay of one or two hours.
Joseph Eapen, CEO, aMap said, “This will be available from our DTH panel as these meters are GPRS-enabled and data is pushed in real time to our server when the viewing is happening in the household. We call the reporting screen the ‘live-terminal’ and it is akin to a stock market terminal.”
aMap will also provide overnight audit, overnight post-evaluations of ad campaigns, besides in-depth ROI of regular TVCs, on-screen ads and in-stadia advertisements (perimeter, on players, on bats/stumps, ground-logo, on ropes/boundaries, in stands, etc.).